Who is this choice relevant to?

Shoppers keeping an eye on sugars

They want to compare the amount of sugars per 100 g and per slice. For a variant with no added sugars, they also check the sweeteners, polyols and portion size.

Shoppers comparing fibre

They’re looking for wholegrain breakfast cake and want to check the fibre content on the label, rather than relying on the product name alone.

Buyers looking for easy serving

They want to know whether the cake is pre-sliced, and whether the number of slices and pack size suit how it will be used.

What should you look for when choosing?

When buying breakfast cake for older people, the main priority determines which label information or pack format to check first.

What to consider What should you check? Who is this important for?
Sugars and sweeteners Compare ‘of which sugars’ per 100 g and per slice; also check the ingredients and any sweeteners. If I want to limit sugars, I need to know what a slice contains and which sweeteners have been used. For around 42% of consumers, limiting sugar is the top priority.
Wholegrain and fibre Check the wholemeal flour listed and compare the fibre per 100 g. When choosing wholegrain breakfast cake for its fibre, I want to be able to see the differences between variants. Fibre is the top priority for around 33% of consumers.
Portions and packaging Check whether the cake is pre-sliced and how many slices are in the pack. If I’m serving breakfast cake to several people, I want to hand out slices easily without choosing an impractical pack size. Ease of serving matters most to around 25% of consumers.

Common mistakes

  • Assuming ‘no added sugars’ means ‘sugar-free’

    According to Jumbo, Peijnenburg’s wholegrain variant with no added sugars still contains 4.9 g of sugars and 24 g of polyols per 100 g. The product information warns that excessive consumption may have a laxative effect.

    Check ‘of which sugars’, the ingredients and the warnings on the pack before choosing a portion.

  • Overlooking sugars in wholegrain breakfast cake

    Wholegrain describes the cereal base, not the amount of sugars. According to Jumbo, the label for Jumbo Volkoren Ontbijtkoek lists 35.5 g of sugars per 100 g.

    For wholegrain variants, compare both fibre and sugars per 100 g, then check the size of a slice.

  • Treating breakfast cake and mixed white and wholemeal bread as the same choice

    Looking for bread made with a mix of white and wholemeal flour is a different product choice from choosing between types of breakfast cake.

    First decide which product you want to buy, then compare the ingredients, nutrition information and portions within that category.

Brands compared

Peijnenburg

The sliced wholegrain breakfast cake with no added sugars in this comparison comes in a 345 g pack.

  • According to Jumbo, this variant contains 4.9 g of sugars and 17 g of fibre per 100 g.
  • Jumbo also lists xylitol and polyols, and warns that excessive consumption may have a laxative effect.

AH

The own-brand variant in this comparison is a 485 g loaf of sliced wholegrain breakfast cake.

  • Albert Heijn lists 41% wholegrain rye flour for this variant.
  • If you want to limit sugars, compare the nutrition information too; ‘wholegrain’ on its own tells you nothing about the sugar content.

Jumbo

The Jumbo Volkoren Ontbijtkoek in this comparison comes in a 280 g pack.

  • According to Jumbo, this variant contains 35.9% wholegrain rye flour and 8.2 g of fibre per 100 g.
  • Jumbo lists 35.5 g of sugars per 100 g and names gluten, rye and wheat in its allergen information.

Koek & Bakker

ALDI Netherlands lists sliced wholegrain breakfast cake and a separate Zero variant, both in 485 g packs.

  • According to ALDI Netherlands, both variants mentioned are pre-sliced; the Zero variant is labelled as having no added sugars.
  • Compare the labels of the two variants separately if sugars, fibre, sweeteners or allergens are important to you.

Related products on Joybuy

Related products coming soon.

Frequently asked questions

Is breakfast cake with no added sugars sugar-free?

No. According to Jumbo, the Peijnenburg wholegrain variant with no added sugars in this comparison contains 4.9 g of sugars and 24 g of polyols per 100 g. Always check the ingredients list and nutrition information for the specific variant you’re considering.

Can I choose wholegrain breakfast cake in the same way as wholemeal bread?

No, they’re different products and should be compared separately. For breakfast cake, check the ingredients, sugars, fibre and portion size; if you want bread made with a mix of white and wholemeal flour, look at the bread range.

Which allergens should I check in wholegrain breakfast cake?

Check the allergens on the label of the variant you choose. Jumbo lists gluten, rye and wheat for its wholegrain breakfast cake in this comparison; ingredients and allergen information can vary from product to product.

Does all breakfast cake contain iodine from baker’s salt?

No, you can’t tell from the product category whether a particular breakfast cake contains iodine from baker’s salt. Voedingscentrum states that using baker’s salt is not compulsory; check the product-specific information or ask the manufacturer if this matters to your choice.

How should I store breakfast cake once opened?

Follow the storage instructions on the pack you buy. For the variants in this comparison, Albert Heijn and Jumbo’s product information recommends storing them in a cool, dark and dry place; also check the date on the pack.